The decision comes as a result of the return of strict coronavirus measures across Europe, with many countries facing the prospect of another lockdown. 

Supported by 15 online gambling associations, the EGBA has issued the call in a bid to protect those who may turn to gambling during periods of isolation. 

A number of essential measures have been outlined in order to promote and strengthen safer online gambling and responsible advertising. 

They include advertising that does not portray gambling as a solution to personal or financial problems, websites that contain rigorous identity verification, and advertising that does not refer to coronavirus-related issues, among many others. 

“The reintroduction of coronavirus restrictions poses significant challenges for Europe’s society,” said Maarten Haijer, EGBA secretary general. 

“This guidance is intended to help fellow citizens and provides an opportunity for gambling companies to demonstrate their willingness to take responsibility during these challenging times.  

“These are simple but essential measures which all gambling companies should adopt to protect their customers, step up their social responsibility efforts and ensure their advertising is conducted in an ethical and responsible way.  

“We urge all online gambling companies to adhere to them.” 

The latest guidance follows a previous EGBA statement earlier in the year, at a time when many countries were experiencing lockdown measures for the first time.